MetricKPI Compass StandardApprovedInternal
Impressions
The number of times an ad was served or displayed.
Definition
Impressions count how often an ad was shown. Platforms differ on whether an impression requires the ad to be viewable (on screen), which affects comparability.
Platform variations
How platforms implement this metric — external definitions, not competing internal ones. They often count differently, so review before combining.
Impressions (Campaign Manager 360)Cm360Impressions (Google Ads)Google AdsImpressions (LinkedIn Ads)LinkedIn AdsImpressions (Meta Ads)Meta AdsImpressions (TikTok Ads)TikTok Ads
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